No B.S. Guide to Brand-Building by Direct Response: The Ultimate No Holds Barred Plan to Creating and Profiting from a Powerful Brand Without Buying It by Dan Kennedy

Author:Dan Kennedy
Language: eng
Format: mobi
ISBN: 9781613082713
Publisher: Entrepreneur Press
Published: 2014-03-16T18:30:00+00:00

Like All Marriages, There’s Give ’n Take and Tension

The marriages of a big, corporate brand and a local business brand with aggressive direct-response marketing hasn’t been a simple or easy one. It has its times and places of conflict. They don’t go together like peas in a pod. As you can hopefully see from the results I’ve shared here, it’s definitely worth the trouble! I can say with rock-solid certainty that I would not have reached the pinnacle of success within the Allstate agency community if I had simply relied on the power of the Allstate brand and their advertising to carry me. I can assure you, I would not have made as good an income or created as much equity in my agency if I hadn’t built my own, local brand, The All-American Agency, as well as my personal brand. As I’ve explained, I would never have achieved anything close to what I have by depending on brand and image marketing. Injecting direct-response advertising into both the upfront attraction of new clients and the back-end retention of clients and mobilizing my referral armies was the rocket fuel.

FIGURE 13.4A: Direct-Response Ad, Front

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